| Quebecers are less patriotic than other Canadians - just ask our doughnut shops |
The Gazette: February 25, 2010
By DON MACPHERSON
Tim Hortons isn't the official doughnut-providing "partner" of Vancouver 2010, but that hasn't stopped it from trying to cash in on Olympics-inspired patriotism with an offering adorned with red sprinkles on white icing.
In English, it's sold as the "Canada donut." But in French, the chain hedges its bets by calling it the "beigne rouge et blanc"- the red-and-white doughnut, with no mention of the name Canada.
And the fact that the sprinkles are in the shape of tiny maple leaves is pointed out on the chain's website in English, but not in French.
It's as if Tim Hortons hopes that the references to the Canadian flag on its doughnut will somehow escape notice in this province, where the flag is still associated with the sponsorship scandal.
("Encouragez-les," potential buyers in Quebec shops are exhorted instead, as if our athletes in Vancouver would somehow be cheered on by the knowledge that somebody is eating a red-and-white doughnut in Montreal.)
Since the 1960s, national companies have had distinct advertising campaigns and even brands for the Distinct Society; for example, Molson sells its Canadian lager only in English Canada.
And even during the Olympics, "Canada" doesn't sell in this province.
It's not only doughnuts. Team Canada jerseys and other Olympics gear are a rare sight in the windows of sporting-good stores or on the streets of Montreal.
This impression is borne out by results of a survey last week in which the Ipsos Reid polling firm measured national pride across the country during the Games for the Historica-Dominion Institute (snipurl.com/ui0ty).
The results suggest that Quebecers were less likely than Canadians in general to say they would display or fly the Canadian flag or wear Canada or Olympic clothing during the Games.
This comes as no surprise. In a 2007 Ipsos Reid-Dominion Institute survey, Quebec households were only half as likely as Canadian households in general to own a Canadian flag, and those that did were only half as likely to fly it in their yard or display it in a window.
In part, this can be attributed to social pressure or feelings of intimidation.
Despite the impression Lucien Bouchard might have left, there is still significant support for sovereignty in Quebec - 50 per cent of francophones would have voted Yes in another referendum last week, according to a Léger Marketing survey for Le Journal de Montréal.
Sovereignists tend to be more outspoken about their political opinions than federalists. A francophone who declares himself a federalist risks insult as a sellout. And to show the Canadian flag or wear the Canadian colours can be to risk vandalism or confrontation.
But while support for sovereignty has declined in the 20 years since the failure of the Meech Lake constitutional accord recognizing Quebec as a distinct society, Quebecers' feelings of attachment to Canada remain strained.
In unpublished results of an Ipsos Reid poll a year ago, Canada easily ranked first in allegiance in all the other regions of the country, but only third among Quebecers, behind their province and even their town or city. Only 23 per cent of Quebecers answered that they belonged "first and foremost" to "your country."
And while the polling firm credited the Vancouver Games with an increase in Canadian patriotism across the country, Quebecers appeared to be holding out.
The proportion of all Canadians saying they belong first and foremost to their country increased to 45 per cent last week from 38 per cent a year ago. But among Quebecers, there was a statistically insignificant increase of only three points.
Olympics announcers and advertisers keep telling us the Games are bringing the country together. But there's not much evidence of that in this province - in the doughnut shops or anywhere else.
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